EGG Digital aiming to become a key player in Southeast Asia
published : 26 May 2023 at 05:00
newspaper section: Business
writer: Komsan Tortermvasana
EGG Digital, a big data analytics and digital marketing consultancy, targets becoming a key player in Southeast Asia in two years by capturing the global digital transformation ecosystem, which is expected to total US$3.4 trillion by 2026.
The company, a subsidiary of Ascend Group, expanded its core businesses into Malaysia through a local partnership in November 2022 and is in talks with several partners in the region.
According to Mordor Intelligence, global retail businesses have invested $388 million in equipment related to digital transformation. Around 70% of those companies have focused on growing their business by leveraging artificial intelligence (AI) capacity.
Teeradet Dumrongbhalasitr, chief executive of EGG Digital, said the company provides an integrated range of customer-centric data analytics combining cloud and advanced AI with omnichannel platform expertise through its six core businesses.
These include retail consulting, insight solutions, media commercialisation, platform solutions, SMS and marketing automation, and data analytics.
The core businesses enable retailers and e-commerce companies to power up their businesses through big data for sustainable digital transformation.
The company's office in Malaysia has provided only retail consulting and insight solutions to serve retailers and e-commerce companies. Revenue from Malaysia now contributes 10% of total revenue which stood at 700 million baht last year.
Mr Teeradet said the office in Malaysia will provide all six core services to the market within this year and expects revenue from Malaysia to account for 20% of the total next year.
He said the company has developed more than 20,000 models of datasets that can efficiently help retailers and SMEs to really understand their customers with greater capability, better insights and higher accuracy.
The data analytics sets integrate four different dimensions of consumer data -- geography, demography, psychology and consumer behaviour -- resulting not only in consumer insights but also the ability to predict upcoming trends.
"Data now is the heart of all services. To connect with consumers and truly understand them, it is necessary to upgrade from the traditional 360-degree to a 720-degree vertical-horizontal perspective, combining internally available data with external sets of data from social media sources as well as lifestyle and demographic information," he said.
Mr Teeradet said the company offers data analytics and digital marketing consulting to the fast-moving consumer goods sector totalling 276 brands, 96 suppliers and 154 business categories.
EGG Digital targets 2 billion baht in revenue for this year, rising to more than 3 billion in 2024.
According to its six core businesses, the company's retail consulting will act as a team of strategic planners for retail businesses.
EGG Digital analyses big data to create business and campaign plans for clients. This service is being expanded overseas, including Malaysia.
For its insights solutions, EGG Digital works closely with brands that aim to generate growth in retail business by analysing their customers' data to present plans and address challenges that the brands are facing.
For media commercialisation, EGG Digital provides online and offline media services, using an intelligent platform to align clients' media planning with consumer behaviour.
The sales data of product categories, brands and individual products are analysed, turning them into insights that will enable marketers and brands to communicate with their target audiences effectively and create engaging campaigns.
In terms of platform solutions, EGG Digital helps unleash clients' potential through data-driven platform solutions, insights and communication planning with optimisation for target audiences, as well as website development and social media management for all platforms to help clients deliver customer experiences in all dimensions.
Its SMS and marketing automation business offers customer relationship management solutions with optimisation for brands' needs on popular platforms such as Line, Facebook, TikTok and other social media services, including SMS that will drive brand growth.
Its data analytics business maximises benefits for businesses and end-consumers by using AI and machine learning technologies to achieve cost-effectiveness and opportunities to boost sales.
- EGG Digital